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9 PPC Strategies You’ll Learn at Hero Conf London 2022



For over a decade now, Hero Conf has been considered the Holy Grail of PPC conferences. With 44 sessions, led by 40+ Paid Search Experts over two full days, this experience is guaranteed to give you the push you need to optimize the way you manage your accounts and reach your desired results.

After successfully completing Hero Conf Austin 2022, our most awaited return to in-person conferences, now it’s turn for our European peers to join in on the fun. In this article, you’ll learn more about the PPC Strategy solutions that will be covered at Hero Conf London 2022.

How to solve an age-old SEO-SEA issue? How much should we invest in our branded keywords?

Branded keywords are always a hot topic between SEO and SEA. Advertising leads to cannibalization of free organic rankings, but if we don’t, we might lose valuable click share. During this session, Marcel Smal, Co-Founder of Roots Network, will share a unique approach, to pay exactly what each branded click is worth for Search as a whole. He’ll explain:

  • How to group your branded keywords based on incremental performance.
  • How to calculate the right target for your branded keywords.
  • How to set up solid incrementality experiments for your branded keywords.
  • How to deal with other branded factors like resellers and news articles.

Proving the value of PPC in your overall marketing strategy

Too often, PPC is seen as expensive and inefficient. These are often common misconceptions from those who are generally single-channel minded or haven’t explored PPC in depth. Throughout this session, you will learn the value of PPC and where it fits into an overall marketing strategy with Azeem Ahmad, Digital Marketing Lead at Azeem Digital.

You’ll also learn how to overcome common objections about the channel, how to respond to views around investing less into PPC and become more confident at addressing misconceptions about the channel to improve your overall marketing strategies.

The Unsexy, yet Crucial Side of PPC: Measurement & Tracking

Understanding how to deploy automation, AI, tools and tech is the recipe for PPC success. However, it’s only as good as the data you put into it. How much do you interrogate what goals are being measured, and how important they are to your business? In this session led by Gemma Russell, Senior PPC Strategist at Fountain Partnership, you will learn:

  • How to determine if your company’s measurement and tracking is robust and where the gaps are.
  • How to prioritize this list and some top tips to get your teams excited about PPC measurement.

The Art & Science of PPC Account Structures

CPCs and CACs are spiking across the board, while advertising giants like Google, Facebook, and  Microsoft are implementing more automation and targeting options while simultaneously removing many of the controls marketers have historically used to prevent wasted spend. This reality is a perfect storm that will result in most marketers spending more and getting a LOT less.

Given this reality (and the relentless march toward more automation), having a deep understanding of account structures – and how to leverage them to achieve your goals – has never been more important. In this session, Sam Tomlinson, EVP at Warschawski and Top 10 Speaker at Hero Conf Austin 2022, will take a dive deep into the essential targeting structures, plus, how they can be used to prevent automation from running wild. You’ll also…

  • Understand the common SEM account structures (alpha/beta, SKAG/STAG, Cascade, etc.) – as well as the benefits and limitations of each.
  • Learn how to overlay new targeting data, plus, options onto existing account structures to create robust, intent-driven campaigns.
  • Understand how different account and targeting structures impact various automated strategies.
  • Learn how to use scripts and rules to enable your campaigns to evolve while not running wild.

Adtech and PPC tool adoption – How to bring order to chaos!

In this session, Inderpaul Rai, Head of Acquisition & Performance Marketing at,  will provide you with guidance on how to best set up for success when identifying the type of tech you need in a business. Also, he’ll walk through how to select the best vendor to achieve your goals all with the purpose of ensuring usage remains high six months down the line and the tool isn’t forgotten about!

De-risk your ad spend and achieve guaranteed profits

Undoubtedly, Google’s Shopping ads can be an incredibly effective marketing channel because of the shopper- and product-specific results shown. So much useful content but, it comes with risks!


For relatively larger merchants, Google enables Target Return on Ad Spend (Target ROAS for short) that attempts to generate revenues at the target return on ad spend you set. Basically, ROAS is a revenue share with Google. The industry average ROAS for paid search is nine percent. Quite a significant figure when you consider this as a share of your revenues.

But, with Target ROAS, there are risks to the correct allocation of your budget. This is because ROAS-based ads introduce biases unfavorable to you. Google Shopping (and other paid search platforms) are trying to optimize conversion value, and as long as it hits your target, it does not care about the real value of the conversions to you. Nicolas Huber, CEO at Noopd Ltd, will present case studies of these biases, and how they can leave a merchant selling unprofitably. He’ll then present a data-driven method to reverse the inherent biases of ROAS. This in turn de-risks your ad spend and can guarantee the profitability of every sale, at the product level.

The Art and Science of Creative Persuasion

Marketers love a good theory based on common sense and insight. Although we have a history of not robustly testing ideas, but instead relying on industry myths and half-truths, marketing science has begun to change that. With a process grounded in research and testing to create better strategic thinking Peter Watson-Wailes, Founder of Tough & Competent will be:

  • Showing how creativity influences people.
  • Unpacking the three most common myths in marketing.
  • Outlining five KPIs teams should always track.
  • How to conduct research that drives lasting growth.

 The three biggest takeaways are:

  • How to conduct proper research for marketing purposes.
  • How research fits in with a set strategy.
  • How to avoid wonky thinking in creative work.

Tested to Death: When A/B tests no longer move the needle

Most marketers have abused A/B testing. They test every webpage on their site to death. However, they are still stuck with low conversion rates. Why? Because increasing conversion rates was never about A/B testing. With Ayat Shukairy, Co-founder & CCO at Invesp attendees will learn,

1. Why do most AB tests fail?

2. What is template tweaking? When should you use it and when you should avoid it?

3. The hierarchy of conversion. Understanding the different types of items that impact your website conversion rates.

4. Re-thinking your approach to conversion optimization to generate real conversion increases.

“Measuring is easy,” said no one ever.

We all know – Measurement is getting complicated, especially when we talk about multi-touch attribution. But don’t worry, Gianluca Binelli, Founder of Booster Box Digital, is here to tell you about an incrementality survival guide. The tools marketers need to maneuver through the changing landscape of measurement and correctly allocate their budget.


Curious about what other topics will be covered? Stay tuned as we publish more articles on everything that will be happening at Hero Conf London 2022. 

For now, don’t miss out and secure your seat!

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The Ultimate Guide to Paid Marketing for B2B



Cross-Channel Engagement Benchmarks for 2022

Paid marketing is an effective way of promoting a business, and the various mediums for paid B2B marketing are Google Marketing, Bing Ads, Facebook Ads, LinkedIn Ads, etc. 

For enterprise B2B companies, paid social and pay-per-click advertising can be challenging. The unfortunate reality is that the buyer journey for these businesses is long, with multiple stakeholders at different points in the process. 

It’s harder to promote B2B than B2C businesses with paid advertising because there needs to be a rock-solid strategy to reap significant results from your ad spend.

Paid B2B marketing strategies have an essential role in this process: here are some tips on implementing them when used by enterprise B2B companies.

Use Display Advertising to Boost Brand Awareness

Before someone can start considering your services, they need to know you. The first step in any decision-making process is finding the supplier – you can do this by utilizing Google’s Display Network and company advertisements in industry publications. 


This type of digital marketing campaign doesn’t aim at driving leads. Still, you must keep in mind that these campaigns don’t generate direct results such as lead generation, mostly not in the short term if tangible results matter most for other business stakeholders (for example, shareholders).

This campaign aims to get your company’s name in front of as many people as possible. There are some ways you can target the ads, and we would usually recommend using keywords or an affinity audience. 


Use Google Text Ads to Target Transactional Keywords

Google text ads are the most common form of paid media campaigns for B2B marketers, but they are also one of the most misinterpreted. 


Transactional keywords, or keywords as they are commonly known, refer to phrases that suggest a level of intent to purchase- words like “solutions,” “software,” and “business” can often be seen at the end. 

For example, when someone searches for marketing software (marketing), their intention is different than if they were searching google on how to do marketing (PPC).

Transactional search phrases have a higher level of intent, so they are the target for text advertisements on places such as Google. Rather than being too broad with their keyword targeting, many companies mistake spending more budget on keywords that attract few search results. 

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However, as long as you don’t spend all your budget on these words without seeing any returns, it won’t matter. You can also use these AI content generators to create compelling ad copies.

Use Organic Keyword Research

The information-focused content on your website should address the broader search terms that are not targeted by your text ads. These searches require a more informative approach than an interactive one, so educating them on blog posts or another form of content is best.

You could also target these broader keywords with an awareness campaign, as I mentioned at the beginning of this article. 

Still, unless you provide educational materials in your ad, it is always better to approach those keywords from an SEO angle rather than trying to advertise for them explicitly.


Engage in Re-Marketing

Paid ads can still help increase visibility. Many businesses put pay-per-click ads on the first page of search results to target buyers searching for relevant terms. 

For the right price, you can place an ad for your business – a pay-per-click ad – at the top of a search results page, and it will only cost you more money if you don’t place it correctly. 

Regarding advertising, 98% of visitors don’t convert on just one website, so how else would anyone reach these people? The best way is through remarketing advertisements.


Remarketing ads are digital marketing advertisements that appear specifically for prospects who have already visited your website. They show up on the internet as candidates move around and experience other websites so that they can be top-of-mind.

With all of the data available about customer demographics and browsing habits, these personalized messages allow you to create a hyper-personalized ad experience for every person – with or without an initial visit to your site. 

Just make sure that post-click experiences (the landing page) deliver a message too.

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Include Video Marketing in Your Strategy

Video has become a non-negotiable part of B2B marketing. More and more companies are waking up to the value of video in their campaigns. Videos help you engage prospects and boost lead generation


Let’s look at the most impactful video formats that you could use within a new or existing B2B marketing campaign.

  1. Brand Videos – These videos are a subtle way of letting your customers know who you are and what you have to offer. They’re an excellent alternative to formal, overly produced sales pitches. Make sure your personality and company message shine through when creating the video. It would aid if you thought about what makes your company more valuable than your competitors.
  2. Tutorial Videos – A tutorial video is a self-explanatory video that teaches the user something new. Tutorial videos, in a nutshell, take the user through step-by-step instructions on how to complete a specific task.
  3. Testimonial Videos – Testimonial videos are a powerful way to build customer trust. It’s worth the time to collaborate with clients to create original and engaging testimonial videos.
  4. Case Study Videos – Case study videos are a more comprehensive account of your work successes than testimonial videos. They focus on how you improved your client’s business performance and included ROI and conversion rates.

Videos don’t need to be complex for B2B prospects. Connecting with them and demonstrating your value will serve you well.

Concentrate on the overall ROI

Don’t worry about how many of your ads are getting impressions or the cost per click. If you have set up your B2B marketing campaigns rightly, you should measure overall investment instead of the value of leads. 

You may spend $6,000 on one lead worth $50k or even $12k on one lead worth over a million dollars. These can be extreme examples, but what matters when looking at your long-term paid B2B situation measures how much money you invest versus how valuable leads come out and assess.

Increasing your overall return on investment will require you to make efforts and modifications in various areas. Doing this requires being brave with your B2B marketing strategies and abandoning established tactics for newer ones. It’ll also need long-term initiatives. 

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However, all these changes should be worth the time invested if you have the right plan to understand what customers want and effective communication. They are statistics to help track any progress made towards ROI improvement.

Adopt a Customer-Centric Strategy

B2B companies need to adopt a customer-centric strategy to excel in B2B marketing.


A customer-centric company needs to have more than just good customer service. It should focus on providing positive experiences before and after the sale to drive repeat business, increase loyalty and improve growth.

When you give your customers the focus they deserve and combine this with Customer Relationship Management with the help of CRM tools, you have the key to a wealth of data- giving you an all-encompassing view of each customer. You can then use this information to provide them with more tailored experiences.

To build a customer-centric strategy for B2B marketing, a B2B company should take these actions:

  • Operationalize customer empathy
  • Hire for customer success
  • Democratize customer data
  • Facilitate direct interaction with customers
  • Connect company culture to customer outcomes
  • Tie compensation to the customer

To achieve customer-centric visions, companies need to have a customer-focused culture.

Wrapping Up

The buyer journey for a B2B company is often long. It can take a little bit to see a return on your paid campaigns, but you’ll likely cover any lost revenue quickly once you do B2B marketing. 

It will help if you consider a couple of things when working on your paid search for a B2B marketing campaign. You need to ask yourself about the customer problems and then choose keywords that match those. 

Consider video marketing to make sure many people are looking at your ad, engage in re-marketing, focus on overall ROI, and adopt a customer-centric strategy correctly.

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